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Lookup NU author(s): Naomi Kang, Dr Luca Panzone, Dr Sharron Kuznesof
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
© 2022 Elsevier Ltd. The role of cooking on pre- and post-consumption quality expectations and its impact on satisfaction during the eating experience is under-researched. To address this gap, a ‘task and talk’ focus group study involving participants preparing and eating a beef steak as part of a meal was designed to explore the role of cooking on consumers' evaluation of beef quality. The results from six focus groups (n = 36 participants) identified that ‘perceived cooking quality’ of beef is an important criterion impacting pre-purchase evaluation. Cooking is a process of adaptation to personal tastes and is influenced by cooking self-efficacy. This personal confidence in steak preparation mediates a willingness to directly complain about a disappointing eating experience. Direct complaints generally occurred in relation to intrinsic quality cues prior to cooking where the locus of quality control was external to the participant. Poor eating quality of beef was generally attributed to a deficiency in cooking skills, an internal attribution of quality failure that minimised the likelihood of direct complaints. A lack of confidence in cooking skills may explain a delay in repeat purchasing following a negative eating experience.
Author(s): Kang N, Panzone L, Kuznesof S
Publication type: Article
Publication status: Published
Journal: Meat Science
Year: 2022
Volume: 186
Print publication date: 01/04/2022
Online publication date: 03/01/2022
Acceptance date: 27/12/2021
Date deposited: 28/02/2022
ISSN (print): 0309-1740
ISSN (electronic): 1873-4138
Publisher: Elsevier Ltd
URL: https://doi.org/10.1016/j.meatsci.2021.108730
DOI: 10.1016/j.meatsci.2021.108730
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